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This is how Philip Morris reacted and this is a nice comment by a redditor on the subject:Companies need to realize that simply following regulation is NOT something to be proud of. Wow, you followed the rules set forth by the government which if you break, could end in serious financial or personal penalty. You know what else is a rule? Not pissing on the train, but you don't see me acting like I need a freakin medal for not pissing on the train. The key difference between me and the tobacco companies, however, is that I don't need to be told not to piss on the train. These goddamn companies had to be forced not to piss on the train, but we all know, if they could, they'd whip it out and start spraying everywhere they can.